In an analysis, the newspaper said the message from Microsoft CEO Steve Ballmer wasn’t really new because he’s been trying to shift the company toward a “devices and services” focus. But the importance, the “urgency,” has strengthened.

A “one strategy, one Microsoft” will allow the company to organize for speed and strategic alignment, highlighting the products and services that meet the needs of customers who want mobile technology, Ballmer said in the release.

“Although we will deliver multiple devices and services to execute and monetize the strategy, the single core strategy will drive us to set shared goals for everything we do,” Ballmer said. “We will see our product line holistically, not as a set of islands. We will allocate resources and build devices and services that provide compelling, integrated experiences across the many screens in our lives, with maximum return to shareholders.”